Morrisons Media Group Extends Retail Media Network Into Convenience Stores
· 2d ago · Originally reported by Talking Retail
Morrisons Media Group is expanding its retail media proposition to cover convenience store locations, broadening the reach of its advertising network beyond larger supermarkets. The move gives brands additional in-store touchpoints to reach shoppers closer to point of purchase.
Why it matters
Retail media is one of the fastest-growing ad channels, and extending into convenience formats lets grocers monetize more of their physical footprint while giving advertisers more granular shopper reach.
Explain it like I’m new here
It's like a supermarket turning more of its shelves and shop space into mini billboards that brands can rent to catch shoppers' eyes right when they're about to buy.
Read the original at Talking Retail
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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